Question
Is AI use in travel still growing, or has it plateaued?
Short answer
Still growing. Generative AI travel planning grew 64% year on year to 18%, US travellers using AI on at least one trip went 33% to 43% to 56% across three consecutive waves, and intent runs well ahead of behaviour on both US and global measures.
- Consumers who want to use AI in future travel planning89%
Booking.com · April–May 2025 · Global (33 markets)
- US travellers who intend to use AI for future trips75%
Sojern · April 2026 · United States
- US travellers who used AI on at least one trip56%
Phocuswright · First half of 2026 · United States
- US travellers using generative AI for trip planning~25%
Deloitte · Late 2025 · United States
- Travellers using generative AI to plan travel18%
Amadeus · 2025 · Global
Three independent measurements point the same way, which is more persuasive than any level reading. Phocuswright, asking the same question in three consecutive waves, recorded 33%, then 43%, then 56% of US travellers using AI on at least one trip.
Amadeus recorded generative AI travel planning rising from 11% to 18% between 2024 and 2025, a 64% increase on consistent wording. Deloitte reports nearly a quarter of travellers using generative AI for trip planning in late 2025, three times the 2022 level.
Intent is the forward indicator and it is not softening. 75% of US travellers intend to use AI for future trips against 54% who already have. Globally, 89% want AI in future travel planning against 67% who have used it. In a saturating category trial typically runs ahead of intent; here it is the reverse.
The constraint on further growth is not interest. It is trust: 6% fully trust AI and 12% would let it decide independently. Expect the planning numbers to keep climbing and the delegation numbers to move slowly.